It’s time to slowly put down that piece of content before you hurt yourself or someone else.
Unless you just entered the sales industry from school in the past 3-4 years, you very likely didn’t have any formal instruction in how to effectively use various forms of content to lead your prospects through the sales funnel. At least, not under the name of “social selling.”
I’m not talking about traditional “sales collateral” such as sell sheets and brouchures.
You’re not alone in our industry if you’ve had to learn as you go, making more than a few mistakes along the way.
According to HubSpot, content marketing generates 3x as many leads as outbound marketing.
If you’re not seeing that kind of ROI on your content marketing campaigns, compared to your outbound efforts, then perhaps you need to tweak your process a bit.
I’ve stated it before that my role with this blog is to focus primarily on locating truly helpful resources from others in the sales industry so you can grow in your career without needing to find it all yourself.
Today is no exception in that quest.
Last November, one of the bloggers (“Mark”) for the @trapit Blog wrote a post titled, “What Your Sales Team Needs to Know about Content Marketing.” I remembered it last week, for a couple of reasons, and I want to tell you about it.
The post, as a whole, is one of the better posts you’ll read on the subject because of its practicality. It’s both helpful and useful without any filler or fluff. Here’s why it was so memorable to me.
The first reason why I remembered this post, nearly a year after it first appeared on Trap!t’s site, is because of the content under the header: Content and the Sales Funnel.
That section discusses:
- TOFU (no, not that cubed non-meat food product)
Yep. We’re talking about the sales funnel.
What you get with this section of the post is clear direction about which specific types of content are consistently effective for leading buyers through each stage of the funnel.
The second reason why this post was so memorable is the pair of downloadable templates. Each one gives you what you need to accomplish an important step in determining the right content for the right person at the right time…without anything extra to muddy the waters.
- The First Template is Related to Buyer Personas (to make sure you’re getting that part right): See if your current personas answer the questions posed in the template. If not, consider adding that information to your current personas.
- The Second Template Is Related to Mapping the Content: The template is extremely simple in form, but it’s what’s necessary for sales pros who aren’t accurately mapping the right content [leading to unnecessary frustration over consistently ineffective content drip efforts].
One Last Thought: This kind of content may not have been created by your company. The right piece of content from a credible third-party source will often work even better than what can easily be seen as self-serving. Someone else’s stats, research findings, case study, video, blog post, article or infographic can be content marketing gold if it’s correctly mapped to the right persona.
Go ahead and read this important resource now.
[Reading Time For Trap!t’s Post: 4:00 minutes]
QUESTION ::: Have you been happy with the results of your content marketing campaigns so far? If so, what’s worked? If not, what do you believe is the problem?
Let’s talk about it…